Fredells is a family-owned building supplier, founded in Stockholm 1903. Their target customers are conscious professionals and consumers. Mid 2017 they launched an e-store targeted to consumers at fredells.com.
The competition from digital mature competitors without legacy from a brick and mortar business was increasing. For Fredells, and all brick and mortar businesses within the segment, the digital transformation is a challenge.
Despite being a major player in the construction and home improvement market in the Stockholm area with good brand recognition and loyal customers, Fredells had a great challenge in growing their digital sales on the highly competitive market.
To keep up with hard competition and aggressive targets in their digital sales channel, Fredells needed support both in defining an efficient digital business strategy as well as execution.
Fredells decided to contract Curamando for e-commerce management and to accelerate digital sales.
Curamando defined what initiatives that would deliver the most efficient impact on digital sales. Key actions within traffic acquisition, products and services, pricing and e-commerce operations where prioritised. A solid digital marketing KPI structure, well-defined digital user journeys and a sales channels plan combined with dashboards and education created a foundation for improved ways of working.
To ensure a friction free implementation and roll out all work done by Curamando is performed on site as an embedded part of Fredells’ marketing and e-commerce team.
- Online sales: +93%
- Website traffic: +25%
- Online conversion rate: +21%
- Return on advertising spend (ROAS): +59%
With help from Curamando we got quick results. Curamando’s experts rationally entered and temporarily injected a high level of skills in various areas crucial for online sales. Due to this we see a positive trend in online sales but more importantly we now know what our focus areas should be.
Lina Jelbring, Head of Marketing at Fredells
Key success factors
- Curamando’s integration with Fredells marketing team, working on site
- Strong support from the board and management
- Close and engaged cooperation
- 100 % strategic focus
- Speedy decision making, agile work process and methods
- The groundwork – doing things in the right order